The Effects of CSR Programs on Brand Image and Purchase Intention, with the Moderating Role of Customer Awareness: A Case Study of Company XYZ

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Laras Piercy, Shana (2025) The Effects of CSR Programs on Brand Image and Purchase Intention, with the Moderating Role of Customer Awareness: A Case Study of Company XYZ. Undergraduate thesis, Institut IPMI.

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Abstract

This study investigates the significant role of Corporate Social Responsibility (CSR) programmes in shaping the brand image and influencing purchase intentions within the rapidly evolving Indonesian telecommunication sector, focusing on Company XYZ. The research addresses a crucial knowledge gap in the existing literature by examining the dynamics of CSR impact in a developing country’s capital, notably Jakarta, where consumer perceptions and behaviours continuously evolve amid increasing corporate accountability. Additionally, a critical gap is addressed by focusing on the underexplored service sector in developing economies—most CSR studies have centred on tangible goods or developed countries. The urgency of this research lies in the necessity for companies in emerging markets to understand how CSR initiatives can enhance their competitive edge and foster consumer trust. The study also explores the phenomenon of heightened consumer expectation for ethical corporate behaviour in urban markets, where transparency and sustainability have become key brand differentiators. The study employs a quantitative methodology, utilising Structural Equation Modelling - Partial Least Squares (SEM-PLS) to analyse data collected from a sample of over 100 respondents. Key variables tested include CSR initiatives, customer awareness, and purchase intention, emphasising the mediating role of customer awareness. The findings reveal that CSR initiatives significantly enhance customer awareness and purchase intentions among consumers, highlighting the pivotal position of awareness as a mediating factor. These results suggest that strategically implementing CSR can dramatically improve brand reputation and foster consumer loyalty for companies, especially in service-oriented sectors within developing economies. The implications for theory suggest a need to explore further the interplay between CSR and consumer behaviour in diverse economic contexts. At the same time, practically, businesses can leverage this insight to refine their CSR strategies and enhance their market positioning. Keywords: CSR, customer awareness, brand image, purchase intention, SEM-PLS

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 08:26
Last Modified: 17 Dec 2025 08:26
URI: http://repository.ipmi.ac.id/id/eprint/2918

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